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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
Professeur(s) responsable(s)G.DE KERVILER
Intervenant(s)Gwarlann DE KERVILER

Pré requis


Objectifs du cours

At the end of the course, the student should be able to:
Know what constitutes the luxury industry today (markets, players) with its recent challenges (e.g. managing desirability and accessibility; going digital) and specificities of various industries (e.g. Perfumes - Wine &Spirit - Watches & Jewelry - Fashion…)
Understand the key aspects of luxury brand management ; the characteristics of luxury customers (profiles and expectations) and the main business models (e.g. fully integrated to licensing)
Cover well-known luxury brand examples that relate to successful and less successful experiences
Participants will have developped their skills in crafting a whole marketing strategy in the luxury sector, through a group project.

Contenu du cours

The following topics will be addressed (order might change depending on guest speakers' availabilities):
- Introduction to the world of luxury : History; Definition; Different Industries involved; Trends and challenges
- Luxury consumption patterns: Segmenting the market; Understanding purchasing process; Providing an experience; Developing a relationship with customers.
- Luxury brands development : Developing a strong brand; Protecting the brand; Managing careful growth, brand extension, licensing and co-branding
- Luxury Product/service, price and portfolio: Integrating creativity and design; Managing quality; Service dimension; Fixing and managing price; Managing the Portfolio
- Luxury brand communication: Designing the message; Choosing and planifying media; Going digital
- Luxury retailing and business models: Understanding the business model; Designing the store experience (selling process; merchandising,..); Managing internationalization

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class16,00  
Independent study
Group Project14,00  
Individual Project10,00  
Independent work
Charge de travail globale de l'étudiant50,00  

Méthodes pédagogiques

  • Presentation
  • Seminar
  • Interactive class
  • Case study


The assessment is based on five criteria :
- Active participation in class (taking into account attendance and ponctuality),
- Cases to be read and analyzed prior to each class
- Group presentations
- Individual assignment
- Individual project

Type de ContrôleDuréeNombrePondération
Continuous assessment
Oral presentation0,00115,00
Individual Project10,00120,00
Written Report0,00120,00
Case study0,00125,00
TOTAL     100,00


  • Jean-Noel Kapferer Vincent Bastien (2008), The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands, Kogan Page ed, 384 pages -

  • Uche Okonkwo (2007), Luxury Fashion Branding, Palgrave macmillan, 314 pages -

Ressources internet

* Informations non contractuelles et pouvant être soumises à modification
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